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Moving the Needle to Healthy Eating and Active Living for All: Strategies for Policy, (Systems) and Environmental Change

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Community Changes that Local Partners Are Making CitiesHealthy Cities Fresh Ideas; proclamations; food policy councils; Berkeley bond measure Multiple sitesadvocacy ... – PowerPoint PPT presentation

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Title: Moving the Needle to Healthy Eating and Active Living for All: Strategies for Policy, (Systems) and Environmental Change


1
Moving the Needle to Healthy Eating and Active
Living for AllStrategies for Policy, (Systems)
and Environmental Change
  • Susan B. Foerster, ChiefCancer Prevention and
    Nutrition SectionCalifornia Department of Health
    ServicesOregon Division of HealthPortland, OR
    February 11, 2003

2
Objectives
  • Share whats working in current environment
    south of the (Oregon) border.
  • Provide disciplined way of thinking about,
    gaining synergy from diverse activity.
  • Reflect strategically on where we are with social
    change.

3
Whats Working?
4
Social Marketing, as Defined, Works!
  • California Nutrition Network Definition of
    Social Marketing
  • The use of commercial marketing approaches
  • to achieve a social goal
  • includes the traditional mix of advertising,
    public relations, promotion, and personal sales,
    and adds
  • consumer empowerment, community development,
    partnership, media advocacy, and
  • policy-systems-and-environmental change

5
A Multi-Level Campaign Works
National(5 A Day, Food Stamp Outreach, Team
Nutrition, Changing the Scene, Verb Campaign,
etc.) State(5 a Day, Nutrition Network, CPL,
state agencies and organizations) Regions(Media
Markets) Counties, Cities, School
Districts(Local Governments) Communities
6
The Social-Ecological Model Works!
7
Using a Disciplined Eye
8
Focus on the Outer Spheres of Influence
  • Institutions Channels that influence consumer
    behavior
  • Community Multiple channels collectively
    influencing behavior
  • Society Norms and values, the broadest level of
    influence

9
Use the Right Strategies, a la Carrots, Sticks
and Promises
  • Education is enough for The prone
    individual/segments
  • Marketing encourages The unable
    individual/segments
  • Law is needed for The resistant
    individual/segments
  • Rothschild, Journal of Marketing, 1999

10
Aim for Endpoints that Affect Lots of People
  • Policies Written statements of values,
    behavior, resource allocation by public,
    non-profit or private sectors
  • System Changes Interventions in
    channels/organizations with reach and influence
    that promote and enable new behaviors efficiently
  • Environments Physical (food, transportation),
    media, or economic factors that incent or enable
    behavior

11
So, Where Are We?
12
Institutional Changes that Local Partners Are
Making
  • Mediacoverage, editorials, sustained issues
    programming
  • School districtsfarmers market salad bars,
    farm-to-school programs, Power Play!
    participation, school food and PE policies,
    participation in federal food assistance programs
  • WorksitesFuel Up, Lift Up LA!, San Diego
    Nutrition Network partnership agreements
  • African American Faith Organizationspastoral
    leadership, change food and physical activity
    practices, outreach to community

13
Institutional Changes that State Partners Are
Making
  • MediaMedia relations w/interested
    reporters/outlets
  • Supermarkets, restaurants5 a Day initiatives
  • School districtsSuperintendents Garden in Every
    School initiative, First Ladys Nutrition Task
    Force, CEWAERs Healthy School Alternatives
  • WorksitesBe Active5 a Day! Campaign (new)
  • Food SecurityFood Stamp WIC/DSS summits, EBT
    in farmers markets, Special Projects
  • Local Incentive Award programrequire, fund
    policy, systems, environmental change
  • Interagency Agreements with sister state agencies

14
Community Changes that Local Partners Are Making
  • CitiesHealthy Cities Fresh Ideas,
    proclamations, food policy councils, Berkeley
    bond measure
  • Multiple sitesadvocacy for environmental and
    policy change a la CFSCs Weaving the Food Web
    (Farm Fresh Choice, farm tours, transportation)
  • Legislative DistrictsGrassroots Child Youth
    Nutrition and Fitness Campaign starting move to
    SB 19, SB 1520 (soda tax attempt)
  • Commercial food outletsSouth Central LA, Alameda
    CountyShow me the money!

15
Community Changes that State Partners Are Making
  • CDE/CEWAERS 2000 Healthy School Environment
    Summit, subsequent activities
  • NetComstarted as PR training, became regional
    collaboratives, emerging as ongoing and more
    vertically integrated PR counsel
  • Convenings2001, 2003 Childhood Obesity
    Conferences 2003 Working Families Policy
    Summits Networks Policy Action Teams

16
Societal Changes that Local Partners Are Making
  • NetComSome collaboratives have set aggressive
    policy goals
  • Center for Food and Justice investigation of
    fast food in childrens hospitals, multiple
    agriculture initiatives, examination of food
    industry influence (Fat Land)
  • County-wide campaignsAlameda, San Diego
  • California Food Security Networkdrafting a
    policy platform

17
Societal Changes that State Partners Are Making
  • Get smart with practical researchbarriers to
    Food Stamp use, cost of obesity and physical
    inactivity, economic benefits of increased f/v
    intake
  • National 5 A Day Programstate strategic planning
    w/expanded national partnership leading to policy
    proposalspreschoolers, worksites, African
    American Campaign
  • California State LibraryOverweight Kids, Why
    Should We Care?, policy seminars and field trips,
    ongoing counsel, mens nutrition study

18
Societal Changes that State Partners Are Making
(contd.)
  • Working Families Summitsdeep policy
    development, alliances, caucus support leading to
    legislative proposals
  • Secondary data analysis by geopolitical
    unitCPHAs Fitnessgram by Assembly district,
    CFPAs food insecurity rates by county
  • Federal policystates weighing in on 2002 Farm
    Bill, 2003 Child Nutrition Act, transportation
    act?

19
Emerging Themes
  • Convenings work!
  • For now, no-cost, low-cost, revenue-generating
    ideas are it
  • Use no-money time to plan, streamline, ask why
    not?
  • Tailor to legislators interests
  • Silos breaking down, networks and
    collaboratives forming
  • Stay tuned!

20
Musings on Social Transformation, as per Tufts
  • Crisis
  • Science
  • Mass media coverage
  • Economic feasibility, plus education to drive
    demand
  • Champions and leaders
  • Coalitions, advocacy
  • Government involvement
  • An integrated plan!

21
With thanks to our funders!
  • California public agency partners, for in-kind
    contributions
  • USDA Food Stamp Program
  • The California Endowment
  • CDC Prevention Block Grant
  • California Department of Social Services
  • California Department of Food and Agriculture
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